At wawa fertility, we’re often asked how we’ll scale support as we grow. It’s a fair question, most tech companies eventually build layers between themselves and their customers. That’s usually seen as progress. But we’ve chosen a different path.
We do customer support that doesn’t scale. Because we believe that’s the only way to build something that truly works for fertility clinics, not just today, but long term.
Fertility clinics aren’t used to being supported like this
In many clinics, technology has become something you work around, not something that works for you. Long email chains, ticketing systems, support portals that don’t understand your workflow. It’s not unusual for clinics to go years without talking to someone who knows how they work, what matters to them, or what their patients are going through.
That’s the reality we stepped into. From day one, we’ve done things differently. We’ve sat with nurses while they document a patient. We’ve stood next to embryologists drawing on whiteboards. We’ve spent afternoons with finance teams reconciling end-of-month numbers, just to understand where the pain points are. And when something breaks, we’re there. In context. With someone they know and trust.
Support as part of how we build
For us, support isn’t a separate function. It’s deeply tied to how we design and improve our product. Every onboarding, every weekend call, every bug report feeds straight into our roadmap. When a clinic flags something confusing in the cryo module, it doesn’t disappear into a queue. It sparks a conversation, across product, design, engineering, and often a fix within days.
Support is how we stay close to reality. It’s how we keep building for the actual, complex, messy workflows of fertility care, not an idealised version of it. We don’t think of clinics as "users." We think of them as partners.
We know fertility clinics are under pressure. That timelines are tight. That every step in a cycle matters. Technology shouldn’t get in the way, it should help them do their job better, faster, and with more confidence.
So we meet them where they are. That might mean joining a team call to walk through billing logic. Writing a custom query to help them clean up finance data. Or simply showing up at 7am on go-live day, coffee in hand, ready to catch whatever needs catching.
What this looks like in practice
Here are just a few of the ways we support our clinics today, things that don’t scale easily, but we choose to do anyway:
Every clinic has a dedicated team that knows their setup, workflows, and goals.
We write tailored implementation plans, no one-size-fits-all templates.
Our product and engineering teams regularly join customer calls.
We create direct, shared communication channels for quick feedback and questions.
We resolve smaller issues on the spot, wherever possible.
We often ship product improvements within 24 hours of receiving feedback.
We help clean and restructure messy legacy data ourselves — not just hand over a template.
When a clinic goes live, we treat it like a milestone. Because it is. (Yes, we bring cake.)
So does this scale?
Not easily. But that’s not the point. We believe that scaling well starts with serving well. The trust, insight, and momentum we gain through high-touch support are worth every bit of effort. And over time, we’ll build systems to carry these values forward at scale — without ever losing what makes it work. This kind of support isn’t an add-on. It’s part of who we are.
Our onboarding NPS is consistently above 85. Our customers refer us to peers not just because of the platform but because of the experience. Because they finally feel supported. And because they know that when something matters to them, it matters to us too.
So yes, our support doesn’t scale. But it builds relationships. It builds momentum. And it helps us build better software faster. We’ll keep doing support that doesn’t scale. Until we find a way to scale the things that matter, without ever losing what made them special.
